The first part of the 2018 FIFA World Cup brand identity was revealed on Tuesday with the launch of the event’s Official Emblem. This key visual asset of the first FIFA World Cup to be held on Russian soil was unveiled with the assistance of the International Space Station (ISS) crew, and complemented by a light projection on the historic Bolshoi Theatre in Moscow.
The launch of the visual identity for the 21st edition of football’s flagship event was embedded in a special TV show in Moscow attended by FIFA President Blatter, chairman of the Local Organising Committee (LOC) Vitaly Mutko, FIFA Secretary General Jerome Valcke and 2006 FIFA World Cup Germany champion Fabio Cannavaro.
“The launch of this visual icon is a key milestone on the road to the 2018 FIFA World Cup, and one that we are extremely proud to share with the world,” said FIFA President Blatter. “The emblem blends unique attributes of the FIFA World Cup and of Russia as host nation. It unites magic and dreams, as the FIFA World Cup will do for millions of fans in 2018.”
Speaking at the event, Vitaly Mutko added: “Hosting the World Cup is the dream of millions of Russians. We’ve tried to encapsulate that dream in the Official Emblem. The World Cup will change our country and will present a new, modern Russia to the whole world. I’m sure that staging an event of this magnitude will be something that will linger in the hearts of Russians, and in the hearts of fans right around the world, for a long time to come.”
The creative inspiration for the emblem was drawn from both Russia’s rich artistic tradition and its history of achievement and innovation.
The Official Emblem was designed by Brandia Central, a brand consulting agency based in Lisbon, Portugal, following a creative pitch involving eight Russian and International design agencies.
The selection of the final design proposal for the Official Emblem was made by a judging panel composed of ten high-profile members from diverse backgrounds, comprising Vitaly Mutko, Jerome Valcke and experts from the worlds of sport, culture and government in Russia, namely Igor Shuvalov, Alexey Sorokin, Fabio Capello, Igor Akinfeev, Oleg Dobrodeev, Denis Matsuev, Valery Gergiev and Chulpan Khamatova.
The Official Emblem, which will now become the visual heart of the 2018 FIFA World Cup Russia, will soon be supported by further event brand assets including the Official Look programme and the Official Slogan, planned for launch in the first half of 2015, and the Official Poster and Official Mascot, which are due to be presented at the end of 2016.